PROFILE
  • Will Kesling
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Will Kesling

Senior User Experience Architect Consultant
Senior User Experience Architect Consultant at Macy's
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  • Posted on: 08/01/2017

    Will Lowe’s UpSkill Project empower more consumers to tackle home improvement jobs?

    Interesting. From a marketing perspective it should draw some focus. Is this Lowe's future version of Geek Squad?
  • Posted on: 08/01/2017

    Is ‘free’ a big enough incentive to get consumers to try click and collect?

    Well said. Getting the customer back in the store, with the hopes that they decide to also buy other things would be great. I would love to get the data on Walmart to see how BOPIS compares to online, and what % of BOPIS also convert to additional sales while in the store.
  • Posted on: 07/25/2017

    How should retailers reinvent the center store?

    I think I would like a complete map of shopping patterns and how they relate to the physical space in a store. Also the type of store makes a big difference. For example, when customers visit a big box home project store, like Lowe's or Home Depot, they may be there for very specific tasks. Thus, my assumption is their paths would closely map to those tasks., i.e they are remodeling their bathroom. Now compare that to a grocery store where the customers often buy similar items each trip. i.e., milk, cereal, etc. Their paths may have a predictable pattern. In terms of kiosks and linking online I would want to know, what goals do we hope to achieve by doing this? Interesting article and conversation.
  • Posted on: 07/25/2017

    How should retailers reinvent the center store?

    I think these are very valid points. As a store, I would want to know the percentage breakdown of shoppers vs. buyers -- how much money do we make from each and who is the primary user that we should be designing for?
  • Posted on: 07/25/2017

    Do consumers want to be recognized across channels?

    Bonus points for the Minority Report reference. I would hate to walk into a store and have the digital billboard say "Welcome back Mr Kesling, did your diarrhea clear up?" Embarrassing. The world doesn't need nor want my purchase history.
  • Posted on: 07/25/2017

    Do consumers want to be recognized across channels?

    I agree, this is the classic chicken or the egg. We have a belief that the more we know about the customer the more we can help them. I guess the question is, is it more important to know about customers' immediate goals while in the store than long-term data on history, etc?
  • Posted on: 07/25/2017

    Do consumers want to be recognized across channels?

    I think it depends on who is initiating the recognition of the customer. A lot of customers are on various retail websites or apps while in stores. The questions is, how do retailers prompt customers to self identify in a manner that makes them feel comfortable and in control? I think Target is making good inroads with their Cartwheel App. Users input a zip code to identify the store they are in. The scanning and discounts are initiated on the users terms. Now admittedly, I have the app and have forgotten to use it at times. But when I have used it, I enjoyed using it and Target gets to learn a little bit about me and my shopping habits. I think it's a good step in the right direction.
  • Posted on: 07/24/2017

    Do mini makeup studios make sense for Sephora?

    This is an interesting discussion. If Sephora wants to find this out they will have to have in place the ability to identify and measure some things. For example when a customer is in Sephora, how do they know what drove them go to the store? All of these ideas are hypothetical and need to be validated, carefully measured and tweaked. "Can smaller service-oriented stores outside the mall work for other mall-based chains?" This depends on what the definition of work is. I believe the UX side, is it useable, useful, and desirable also has to be balanced with its being technically feasible and economically viable for the business. Again, all of these ideas need methods of both quantitative and qualitative measurement. One thing is for certain -- they are offering something you can't get online, and that could be a good thing.
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